Typography in destination advertising: An exploratory study and research perspectives

被引：25

作者：

Amar, Jennifer ^{[1
]}

Droulers, Olivier ^{[2
]}

Legoherel, Patrick ^{[3
]}

机构：

[1] Res Ctr, Fac DSEG, Ieseg Sch Management, IREA EA 4251, 1 Parvis Def 92 044 Paris La Def Campus Tohann,BP, F-56017 Vannes, France

[2] Univ Rennes 1, Res Ctr, Grad Sch Management, CREM UMR 6211,IGR IAE, 11 Rue Jean Mace, F-35700 Rennes, France

[3] Univ Angers, GRANEM Res Ctr, ESTHUA Sch Hotel & Tourism Management, 7 Allee Francois Mitterrand,BP 40455, F-49036 Angers 01, France

来源：

TOURISM MANAGEMENT | 2017年 / 63卷

关键词：

Typography; Attitude; Advertising; Evaluation; Destination; Tourism; PRINT ADVERTISEMENTS; IMAGE; TOURISM; BRAND; ATTITUDE; ASSOCIATIONS; PHOTOGRAPHY; LEGIBILITY; FRAMEWORK; DESIGN;

D O I：

10.1016/j.tourman.2017.06.002

中图分类号：

X [环境科学、安全科学];

学科分类号：

08 ; 0830 ;

摘要：

In a tourism context, visual copy is an important element of print advertisements. More specifically, pictures have a significant influence on the destination attraction value and visit intentions. Curiously, typography has never been investigated academically as an execution element, despite suggestions from researchers that typography could influence the evaluation of advertisements. This experiment examines the impact of typography on advertisement evaluation in a tourism context and the impact of attitude toward the advertisement on attitude toward the destination. The impact of advertisement evaluation on destination evaluation is also tested, and results show that typography does influence advertising responses. This study highlights the important role of typography in print media destination advertising and enriches this field with a new variable: attitude toward the typography. (C) 2017 Elsevier Ltd. All rights reserved.

引用

页码：77 / 86

页数：10

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